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HubSpot Integration with WhatsApp: What Capabilities Does It Offer?

HubSpot Integration with WhatsApp: What Capabilities Does It Offer?


What is the most popular communication app in the world? It's WhatsApp! With over two billion active users, your clients are most likely among them. To reach them and gain an effective communication channel, it's worth using WhatsApp. How can you do this without unnecessarily multiplying information sources? The answer is integrating WhatsApp with your HubSpot account.

From this article, you'll learn everything you need to know about integrating HubSpot with WhatsApp.

Key Features: What Capabilities Does HubSpot's Integration with WhatsApp Offer?

The integration of HubSpot with WhatsApp offers a set of features that can significantly impact the efficiency and quality of customer communication. The most important ones are:

Managing Incoming WhatsApp Messages in a Shared Inbox

All incoming WhatsApp messages are automatically directed to the shared inbox in HubSpot. This way, the entire team can easily monitor messages and respond to them, minimizing the risk of missing important communications and ensuring quicker responses to customer inquiries.

Tracking Customer Information via HubSpot CRM

HubSpot CRM allows tracking all interactions with customers from their records, including messages sent and received through WhatsApp. This gives marketing and customer service teams a complete picture of communication history with each client, facilitating personalization and tailoring future actions.

WhatsApp Message Templates and Personalization Using HubSpot CRM Data

In HubSpot, you can create WhatsApp message templates. Additionally, they can be personalized using dynamic content from CRM. This means each message can contain specific data about the client, such as their name, purchase history, or preferences, increasing effectiveness and engagement.

Automated Messaging Based on Workflows

HubSpot allows automating WhatsApp message sending based on specific customer events or actions. Through workflows, you can automatically send messages reminding about abandoned carts, order confirmations, or special promotional offers.

Through WhatsApp, you can also send and receive images, videos, and documents.

How to Connect HubSpot and WhatsApp Accounts?

You can connect an existing WhatsApp Business account to HubSpot or create a new account during the integration.

  1. In your HubSpot account, click the settings icon on the top navigation bar.
  2. In the left sidebar menu, go to "Inbox" > "Inboxes".
  3. Click "Connect Channel".
  4. Choose "WhatsApp".
  5. Click "Continue with WhatsApp".

You will be guided through the integration process depending on whether you already have a WhatsApp Business account or wish to create one.

After connecting the accounts, WhatsApp conversations will appear in your inbox's conversation list. However, HubSpot recommends creating a custom view to filter WhatsApp conversations.

Creating a Custom View for WhatsApp Messages:

  1. In the bottom left corner, click the dropdown menu "Actions" and select "Create View".
  2. In the right panel, enter "WhatsApp" as the channel name and click "Next".
  3. In the "Filter Type" section, select "Conversation Properties".
  4. In the search bar, type and select "Source".
  5. Click the dropdown menu "is any of" and search for and select "WhatsApp".
  6. Click "Apply Filter" and then "Create View".

Similarly, you can also receive WhatsApp messages in the Help Desk if you have Service Hub at least Professional level. For more information on creating a view for WhatsApp in this tab, see this article in the HubSpot knowledge base.

You can start a conversation via WhatsApp directly from the contact record or the related company, deal, ticket, or custom object record. You can also create WhatsApp messages directly in the conversation inbox.

Using WhatsApp in HubSpot – What to Keep in Mind?

The integration of HubSpot with WhatsApp is available for holders of the Marketing Hub Professional or Enterprise packages and Service Hub Professional or Enterprise. To use it, you must also have or create a WhatsApp Business account.


When using WhatsApp through HubSpot, keep in mind a few limitations due to WhatsApp Business's properties and the integration itself.

  • WhatsApp Business Account Required: Integration is possible only for WhatsApp Business accounts. Due to Meta's requirements, you cannot connect a personal WhatsApp account with HubSpot. Learn how to switch from a personal to a business account on the WhatsApp website.
  • Phone Number Limitations: Each WhatsApp for Business account can have up to 25 phone numbers. The phone number used for business purposes cannot be linked to another WhatsApp account.
  • Message Synchronization: Only new messages will be synchronized with HubSpot after integration. Historical conversations will not be synchronized.
  • Access to Messages: Once integrated with HubSpot, messages will no longer appear in the mobile or web WhatsApp app. They will only be available in the conversation inbox on your HubSpot account.
  • Incoming Call Handling: You cannot receive incoming WhatsApp calls on the number used for integration with HubSpot due to WhatsApp API limitations. Through HubSpot, you can receive messages, voice messages, and multimedia.
  • Conversation Limit: For all integrated WhatsApp Business accounts in your HubSpot, there is a limit of 1000 conversations per month. Learn more about conversation counting in the HubSpot knowledge base (essentially, a single session remains open for 24 hours).

Communication Consent

To communicate with clients via WhatsApp, you should obtain their consent. The recipients' consent to receive messages initiated by the company is a condition for using WhatsApp Business.

After connecting a WhatsApp Business account to HubSpot, you need to obtain explicit consent from contacts to send messages. Clients can consent by sending specific keywords in the WhatsApp thread – learn about these keywords for opt-in and opt-out in this article.

It is also possible to manually enroll a contact, update subscription preferences in bulk, and automate this process using workflows.

Benefits of Integrating WhatsApp with HubSpot

Why plug your WhatsApp account into HubSpot? Primarily to manage all customer conversations in one place while giving customers the freedom to choose how they contact you. Thus, the main benefits of integration are:

Centralization of Communication

With the integration of WhatsApp with HubSpot, all WhatsApp messages go to a single shared inbox in HubSpot. This allows sales, marketing, and customer service teams to manage customer communication from one place, simplifying processes and better managing time.

Automation and Personalization of Messages

The integration allows creating automated messages and personalizing customer communication based on HubSpot CRM data. You can automatically send greetings, abandoned cart reminders, and messages after purchase, significantly increasing customer engagement.

Tracking and Analyzing Conversations

All conversations conducted via WhatsApp are automatically recorded in HubSpot CRM. This gives teams full insight into the customer contact history, better understanding customer needs and expectations, and adjusting communication accordingly, as well as analyzing the actions taken.

Thanks to the integration of HubSpot and WhatsApp, teams can better manage time, improve customer service quality, and increase engagement through personalized, automated messages and conversations handled in a shared inbox, integrating all customer data into CRM.

Want to take advantage of these possibilities? As a HubSpot Solutions Partner, we will support you both in implementation and in standard and custom integrations. Contact us today!